Media Interview Tip: Never Repeat The Reporters Negative Comment!

What NOT To Do During A Media Interview And How To Turn The Answer Around On The Reporter and Talk About What You Want To Talk About

His song Mister In-Between says everything you need to know about talking with the press

“We better Accentuate the positive
Eliminate the negative
Latch on to the affirmative
Don't mess with Mister In-Between”

Mister In-Between will kill an interview and shatter your message. When a reporter tosses a loaded negative question your way — Diffuse it with four simple words Never Repeat a Negative.

CBS Anchor Katie Couric’s interview with Alaska Governor and Vice Presidential candidate Sarah Palin is a prime example. The interview took place at the start of the recent economic downturn and refers to the then proposed $700 billion dollar government bailout. Couric asked: If this doesn't pass, do you think there's a risk of another Great Depression?" To which Palin responded: “Unfortunately, that is the road that America may find itself on. Not necessarily this, as it's been proposed, has to pass or we're gonna find ourselves in another Great Depression. But there has to be action taken, bipartisan effort—Congress not pointing fingers at this point at...one another, but finding the solution to this, taking action and being serious about the reforms on Wall Street that are needed.”

Guess what the headlines said the next day.

"Palin Warns Depression May Be Looming"
"Sarah Palin Depression Fears"


"Palin Says Another Great Depression Possible"

By repeating the interviewers negative (Great Depression) Palin attached herself to the negative and it became hers. If there is one absolute in the being at the other end of a microphone or camera, it’s this. NEVER REPEATE A NEGATIVE.

How different would the reaction be if the interview went like this?

Katie Couric: .. a risk of another Great Depression?

Sarah Palin: Katie, this is the most resourceful nation on earth. We can fix this – bringing both parties together. That’s why we’re running for office...we want to end the finger pointing and create a healthy robust economy and bring serious reform to Wall Street and our nation’s banks.

Buying into the negative just muddles your message. At her one vice presidential debate, Governor Palin actually said what most politicians think but never dare say out loud. It was at her only debate with Senator Joe Biden. “I don’t want to talk about that” she said to the moderators question – “but I do want to talk about the issues that Americans and Joe six-pack want me to address.” She was absolutely right on sticking to her message. Unfortunately, she was like the magician who shows you how he pulls the rabbit out of the hat, leaving the audience scratching their heads wondering - “why did she do that?”

All good interviewees SHOULD sidestep the questions they don’t like. They are usually more artful in at least acknowledging there was a question before bridging to the message they want to deliver. That Governor Palin came right out and said she wouldn’t answer the questions gave the audience the impression that she COULDN”T answer. You want to leave the audience felling you are confident and knowledgeable.

Another Reporter, Media  Interview, Negative Question Trap

Beware of reporters who offer multiple choice questions. “is this a recession...or the worst market collapse ever?”

Either answer is a negative response. Come up with a positive response? As governor Palin might say “You betcha!” Use a bridge phrase to get to the message you want to deliver.

“Katie – the real issue is what do we do to improve the economy. Our campaign has a plan – cut taxes, put more cash back into consumers pockets and put financial police back on the job to clean up wall street.

Hum the song before each interview – you’ll accentuate the positive, eliminate the negative and stay far away from Mr. In-Between.